Michelle McCormac, CEO and Founder of Pure Locations.
In brand storytelling, visual imagery is more than just a backdrop. It shapes the mood, enhances the narrative, and can transform a campaign into something truly unforgettable. As Australia's leading location hire agency, Pure Locations provides access to shoot-ready homes for photoshoots, filming, TVCs and corporate events, working with national and global brands to transform creative visions into reality.
Since 2006, Pure Locations has worked as an extension of creative teams across advertising, marketing and media, delivering distinctive and authentic location homes paired with streamlined support. With a diverse portfolio featuring over 5,000 properties nationwide, you’ll find everything from the classic suburban brick family home and rustic country settings, to multi-million dollar harbourfront mansions and commercial venues. With deep industry expertise, their team stays in tune with the shifting needs of creative briefs, consistently delivering the perfect location, right when it’s needed. As the demand for authentic and visually compelling content grows, it is impossible for brands to look past the unique appeal of a private home.
“Whether it’s a waterfront mansion that looks like it could be on the Mediterranean coastline or a New York-style penthouse, our locations allow brands to transport their audiences without needing to leave the city,” says Michelle McCormac, Founder and CEO of Pure Locations. “It’s something our clients really value. With the volume of content they’re producing, creative teams can deliver visually impactful imagery without the complexities of travelling far from their office or HQ”.
What truly sets Pure Locations apart is their end-to-end support for both brand creatives and homeowners. With a team of 14 staff and 7 Account Managers, every booking is managed seamlessly from first enquiry to shoot day, and beyond. This isn’t a self-serve platform where you book a house and hope for the best. Pure Locations become a trusted partner and extension of creative teams, providing expert guidance, logistical insight and personalised support to bring each production to life exactly as envisioned.
“Our team takes the time to truly understand your brand, brief and budget,” says Michelle. “We don’t just send over a list of properties and leave it with you to manage. We offer tailored solutions, because we understand the critical role that the location plays in crafting a brand story. When we see campaign imagery splashed across billboards or a product launch unfolding in one of our spaces, it’s always incredibly rewarding”.
It’s this level of service that sees brands coming back to Pure Locations, with clients including Myer, Uber, The Iconic, Vogue and Dior. The team also work alongside leading creative agencies such as BMF, Howatson + Company and DDB Group to bring standout campaigns to life. Understanding the multitude of moving parts involved in bringing creative productions to life, Pure Locations know how to best support creative teams. Whether it’s a seasonal fashion campaign for socials or a multi-day TVC, there’s a lot to manage behind the scenes that goes beyond securing the perfect location. From organising a tech recce to liaising with homeowners, the Pure Locations team take care of the finer details allowing creatives to focus on the bigger picture.
Looking ahead to what’s next, Pure Locations is focused on innovation, discovery and growth. With a commitment to continually sourcing fresh new locations and uncovering hidden gems, the team are also developing smart tech solutions, including the recent release of the Pure Locations mobile app. “We’re always evolving”, says Michelle. “From scouting the next incredible location, to building tools that make the location hire experience smarter and more streamlined, there’s exciting work to be done”.
For more information or to explore their extensive location library for your next production, visit purelocations.com.au
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